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Design Matters: Portfolios 01 by Maura Keller

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Job:11-15877/15287 Title:RP-Design Matters Portfolios
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case studies
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Job:11-15877/15287 Title:RP-Design Matters Portfolios
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AN ARTIST’S JOB IS TO SEE. AND TO
GO OUT IN THE WORLD AND SEE IT
FIRSTHAND, JUST AS IT IS; TO REPORT
WITH LINE AND WORDS WHAT IS SEEN.
TO BE IN THE WORLD, NOT JUST STUDY
ABOUT THE WORLD, THAT IS THE
ARTIST’S TAS K.”
—ROBERT FULGHUM
case studies
Job:11-15877/15287 Title:RP-Design Matters Portfolios
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Job:11-15877/15287 Title:RP-Design Matters Portfolios
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Job:11-15877/15287 Title:RP-Design Matters Portfolios
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c A S E S T u D I E S
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Making Waves and Charting a New
Territory with a Unique Portfolio Design
DESIGN FIRM: F U SION HILL (US A)
Using a combination of research, strategy, and design, Minneapolis-based
Fusion Hill strives to create some of the most innovative, thoughtful design
solutions for their clients.
PLANNI NG
Fusion Hill attended a networking event in spring 2008 in which marketing
materials were not required or even recommended for distribution. Event
attendees did not have the ability to carry portfolios or large giveaways from
meeting to meeting. That left Fusion Hill in a conundrum: Come up with a way
to leave a subtle impression on the potential clients who would be attending
the networking event, while differentiating Fusion Hill from the competitors who
would also be showcasing their wares.
“Because we were in the travel setting—namely, a cruise ship, we considered
luggage tags and ID cases, but it didn’t really give us the opportunity to package
our story,” says Kasey Worrell Hatzung, principal at Fusion Hill. “We wanted to
create a product that was uniquely ours. Most other items we considered were
already created and really only allowed us to ‘brand’ them with our logo or colors.
We did consider using or giving away products that we had helped to brand or
develop from other clients, like a Vera Bradley ID wallet or a food product from
General Mills, but they weren’t as small, didn’t tell our whole story, and were
often not unisex or they did not reflect everyone’s taste.
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π
Whimsical and inviting, the exterior design
of the Fusion Hill tin was indicative of the
contents within.
Some of the best things come in small
packages. The recipients of Fusion Hill’s
treasure-filled tin were treated to more than
a few savory mints. They were surprised to
find a mini portfolio creatively constructed
to fit within the confines of the compact tin
container.
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